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House of Future bets on minimal silhouettes and modern textiles

by Melanie Gropler — November 01, 2016

“A good pair of shoes shouldn’t sit on a shelf”, that’s the motto of House of Future. The newly launched sneaker label that debuted at Capsule Las Vegas Trade Show this summer combines minimal silhouettes and modern textiles that are stylish and easy to care.

The brand shows a collection that contains 3 silhouettes: Hi Top, Low Top and Slip On, made of man-made micro-suede and micro-leather, which are easier to care for (easier to clean) than traditional canvas and leather. The use of micro-suede and micro-leather provides a premium finish, while producing a contemporary look drawing influence from art, culture, design and business. As House of Future's Creative Director, Stuart Ahlum, said the shoes are made for urban professionals who live a curated life and favor thoughtful fashion over fast trends. They’re also too busy to worry about keeping their shoes clean. Therefore a couple of wipes will remove most dirt and stains.

Photo: House of Future

Hi Top sneaker

The line is currently sold through the label’s own online shop. Retail pricing for House of Future ranges between $120 for Hi Top, $100 for micro-leather and micro-suede and Low Top costs from $110 for micro-leather to $90 for micro-suede and Slip-ons are sold for $78.

Most recently, House of Future has announced its first collaboration. The label teamed up with Hong Kong’s Tattoo Temple on a limited-edition collection of sneakers.

Following the label’s philosophy, all Tattoo Temple prints are set on an American-made Tyvek material that is often used in packaging. The collaboration was borne out of a years-long friendship forged in Asia between Tattoo Temple and House of Future’s Creative Director, Stuart Ahlum. The line includes three prints on a hi-top silhouette that are priced at $120.

Technically all of the sneakers are vegan but that’s not the brand positioning of House of Future. The materials that are used — e.g. micro-leather and micro-suede — were chosen for their aesthetic and performance abilities. The shoes are comfortable and don’t require a long “break-in” period. Additionally, the upper repels stains and cleans up easily.

How important is sustainability for you?

This is, in part, a loaded question. We’re obviously committed to sourcing and manufacturing our shoes responsibility. As such, sustainability is something that we keep in mind. With that being said, the brand positioning of House of Future is not one of an “eco-friendly” or “green” brand.

Photo: House of Future

Low Top Sneaker

Where are the styles produced and the material sourced?

The shoes were designed in Los Angeles and are meant to be seen as recognizable silhouettes. Everything is manufactured in Shanghai and the team sources their modern textiles from mills throughout China.

Which customers did you think of when designing the styles?

The target demographic for House of Future is a younger generation of urbanites that are interested in living a curated life. The brand is meant to be elevated and intelligent and a reflection of the consumer’s interest.

Photo: House of Future

House of Future x Hong Kong’s Tattoo Temple

Are more styles planned for the future?

The team is currently working on additional silhouettes and exploring new ways to use modern textiles.